New lingerie campaign by Etam encourages women to #feelfree

By

Marion Deslandes

Translated by
Nicola Mira

Published
Sep 9, 2019

This September, French lingerie label Etam is broadcasting a new message, encouraging women to accept themselves as they are. In a campaign that treads a path different from the one usually taken by the industry, Etam is focusing on a diverse group of 10 women, brought together by the slogan #feelfree.

It is an extensive campaign featuring press, poster, web and TV ads, running until September 13. The video, combining archive images and new footage, urges women to accept no compromises. “In a society which erects mental barriers against women, to overcome these barriers, going beyond self-imposed limits and being oneself, completely and at all times, is a life’s journey,” said Etam, concluding with the question “couldn’t women be left a little in peace?”

As it does every year, Etam is working on a presentation for its new collection, to be staged in parallel with the forthcoming Paris Fashion Week. The event, which is expected to differ from a traditional catwalk show, is scheduled on September 24, and will be held at the Roland Garros tennis stadium in Paris.